![]() ![]() landscape has also prompted a shift to larger sizes, like 1.75-liter bottles, and higher prices. Brennan adds that Famous Grouse has seen an uptick in demand since the start of the pandemic, noting that blended Scotch continues to enjoy a “strong and resilient consumer base.” Elsewhere, Giardina explains that the current U.S. “Whisk(e)y, and particularly Scotch, is typically more of an at-home consumption occasion, so it was less impacted by the shutdown of the on-premise and it benefited from the increased consumption the off-trade is seeing.”Įnjoying spirits at home “has always been a strong occasion for blended Scotch and Famous Grouse,” notes Jim Brennan, senior vice president of marketing and innovation for Edrington Americas, producer of Macallan, Highland Park, and Glenrothes single malts, as well as the Famous Grouse blend. “When you look at the 13 weeks through mid-July, category volume is up 10% versus the prior year,” says Giardina. Michael Giardina, marketing director for Glenfiddich, Monkey Shoulder, and Hudson at William Grant & Sons, says blended Scotch overall is seeing increased demand driven by changes in consumption patterns due to Covid-19. With consumers spending less in the on-premise, there seems to be a real desire to use that savings to trade up when buying by the bottle at retail.” “With Dewar’s in particular, we’re benefiting from a strong off-premise trading-up dynamic-especially on Dewar’s 12- and 15-year-olds. “In 2020 we’ve seen all segments return to growth, driven by the off-premise and large 1.75-liter formats,” says Brian Cox, vice president of Dewar’s Scotch whisky at Bacardi. Indeed, as with every category, blended Scotch has experienced sharp change due to the pandemic-and not all of it is negative. We see a lot of people treating themselves with more expensive items.” Once they know they like giving Johnnie Walker Blue as a gift, they realize that the perfect gift is to themselves. They continue to trade up within the category. “During this time of Covid-19, people love trading up. Feist says that Johnnie Walker Blue Label ($169 a 750-ml.), which is up 19% year-on-year in 2020, saw growth at a time when BevMo stores were closed to foot traffic for eight weeks due to the pandemic. But some brands are bucking the macro-trend in a big way. With single malt taking center stage among Scotch drinkers and other whiskies in high demand, blended Scotch has struggled, according to Jeff Feist, BevMo’s category lead for spirits. Though blended Scotch has fallen out of favor at BevMo stores (shelves pictured) in recent years, high-end brands like Johnnie Walker Blue Label are bucking the trend.īevMo hasn’t had a strong run with blended Scotch in recent years. With off-premise sales in high gear, blends have tapped into volume growth while also moving upscale.
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